A few weeks ago the title of one of our Questions of the Week was: “Why Do Apples Taste Pink and Tuesdays Smell Triangular?” (see http://junq.info/?p=1405). Now I wish to pose the question, to which extent the actual looks/presentation of food or beverages can change the subjective taste.
A few months ago, a paper by Spanish and British scientists was published, in which they presented a study dealing with the effect of differently colored cups on the taste of a hot chocolate beverage. It could been shown that test persons rated the hot chocolate served in orange cups (with white interior) as best tasting. The ones served in dark cream, red, and white cups, respectively, produced a subjectively less satisfying consumption experience. This effect seems to be in connection of the expectations that one has of foodstuffs.[1] Different studies in this field showed similar results. For instance a single type of coffee presented in brown jars was felt to be too strong, whereas coffee from a red container had a richer and fuller aroma according to test persons.[2] Beverages consumed in blue glasses subjectively provide a more refreshing effect as for example in red, green or yellow glasses.[3] Even more the material played an important role. A flimsy plastic cup immediately made the impression of having water of inferior quality in hand.[4] This effect is not only working for beverages, but also for food. For instance, strawberry mousse was perceived to have a more intense and sweeter aroma when served on a white plate, instead of a black one.[5]
In the end, the old saying “We eat with our eyes” stays true. It just remains open, why this is the case and what are the explicit factors that get influenced by color and presentation of food and drinks.
Andreas Neidlinger
Reference:
[1] B. Piqueras-Fiszman, C. Spence, Journal of Sensory Studies 2012, 27, 324-331.
[2] E. Dichter, Handbook of Consumer Motivation McGraw-Hill, New York, NY, 1964.
[3] N. Guéguen, Current Psychol. Lett. Brain Behav. Cogn. 2003, 11(2), 1-6.
[4] A. Krishna, M. Morrin, J. Consumer Res. 2008, 34, 807-818.
[5] B. Piqueras-Fiszman, V. Harrar, J. Alcaide, C. Spence, Food Qual. Prefer., 2012, 24, 205-208.